Spiritless Launches Non-Alcoholic Canned Cocktails

As the no-alcohol (NA) space starts to expand, the category is getting increasingly creative. We have sans-spirit versions of every major alcohol, from rums to aged tequilas to Aperol alternatives.

Spiritless, an Austin-based line of non-alcoholic spirits, is veering into the RTD space with their launch of two non-alcoholic canned cocktails. Now, drinkers can crack a can of whiskey sour or old fashioned while sidestepping hangovers. Both 250mL cans come in at 35 and 45 calories, respectively.

Over the last few years, the non-alcoholic space has been exploding, as drinkers reconsider their relationship with alcohol through pacing themselves, taking more frequent nights off, or over abstaining. Citing Nielsen data, the no- and low-ABV sector has grown an impressive 506% since 2015. But while sales of alcohol alternatives are through the roof, brands struggled to resonate with drinkers who didn’t know how to make cocktails. A study by the Diageo-backed Distill Ventures found there are three huge challenges the no-ABV category faces: “Liquid excellence, education and the drinking experience.”

“It’s really important to experience these products and these wonderful liquids in finished cocktail format,” explains Spiritless co-founder Lauren Chitwood. Spiritless’ answer? Create low-effort, high-flavor cocktails that require no mixology skills.

This is the fourth product from the Spiritless team, following a whiskey alternative, a ginger syrup, and a non-alc tequila. Looking at expanding beyond those core products, Chitwood and co-founder Lexie Larsen realized that the majority of their consumers toggle between alcoholic and non-alcoholic products.

“These are people who may enjoy a drink on the weekends, but or more thoughtful during the week,” says Chitwood. “What we have been able to establish with regular alcohol drinkers is they love convenience. So it’s no surprise at all that the same consumer is going to love the convenience of something non-alcohol at home.”

“It became very obvious to us that pour-over, ready-to-drink cocktails needed to be the next move,” she continues. “The consumer was demanding it.”

Deciding on flavors, these two products were the favorite flavors among fans and are versatile to capture a wide variety of drinking occasions. “A whiskey sour is light and bright — it’s great to have these in the summer,” explains Larsen. “The Old Fashioned is a tried and true classic. It was hard to not start with classics! We wanted very recognizable, easy-to-understand flavors.” When developing the recipe, they didn’t want unfamiliar flavors. “It was about staying true to the cocktail.”

4 packs are retailing for $15.99. 12-packs are available on Spiritless.com for $47.99. In addition to their online retail, products will be available in a variety of touchpoints, from grocery stores to gift shops to traditional liquor stores.

The launch follows a lean-in to the tequila category, with a recent unveiling of a zero-proof agave spirit.

And at the perfect timing. Data from Distilled Spirits Council of the US (DISCUS) showed that sales of luxury spirits grew 43% in the last year, led largely by tequila. “Tequila is set to surpass whiskey this year in terms of category size,” says Chitwood.

Spiritless’ new offerings also capitalize on another key trend: ready-to-drink.

In step with the massive growth of the regular-proof RTD space, the non-alcoholic RTD space is finding its stride. There’s a range of excellent brands offering crack-it-open cans of no-proof cocktails. Ghia has a delicious aperitivo spritz, while Hella Cocktail Co has a delicious bitters & soda. Parch offers agave-based cocktails in flavors like Prickly Paloma and Spiced Pinarita.

“We’re going to continue to look for those data points that are compelling,” says Lauren. “That will inform our next move. I have no doubt there are future innovations for Spiritless.”